University's first Master of Wine Business
Thursday, 14 March 2002
Mr Trent Johnson has become the first person in Australia to fulfil the requirements for the award of Master of Wine Business degree, the University of Adelaide's Department of Horticulture, Viticulture and Oenology has announced.
Mr Johnson investigated lifestyle characteristics for his dissertation, exploring a new view of the South Australian wine market.
"Using lifestyle as the basis for such a study is a relatively new phenomenon," says Mr Johnson.
"The technique gives a more lifelike portrait of the consumer which helps to meet the needs of wine industry management for detailed information. It helps the industry develop strategies to reach specific groups in what is an increasingly sophisticated market."
The Wine Business Masters Program is managed by the University's Wine Business Group. Dr Johan Bruwer, Senior Lecturer in Wine Marketing, says the program was initiated in 2001 and fills a gap in postgraduate education for the wine industry, and enhances the University's reputation as a centre of excellence for all aspects of wine business-related tertiary education.
"Trent's research has added considerably to the volume of knowledge about the Australian wine market and shows that lifestyle is a valid and realistic segmentation variable, " Dr Bruwer says.
"The Australian wine business tertiary education providers are already the world leaders, particularly in the area of market segmentation research, and this work will help build on that lead."
The award also gives Mr Johnson an edge in the job market.
"I feel this qualification will improve my chances of employment in the wine industry, especially in areas related to market research and wine brand and wine business development," he says.
"The industry is increasingly competitive and it is important to have an advantage." He is now considering Australian and overseas possibilities for his next job.
Mr Johnson said he was delighted to become the first person to be awarded the Master of Wine Business.
"I owe thanks to Vintage Cellars and Liquorland for their financial support, to Dr Bruwer for his guidance and insights along the way and to my wife Brenda, for all of her support over the last three years," he says.